Cicis Pizza’s Systemwide Sales Rise Over 50 Percent

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As President Jeff Hetsel celebrates 34 years with Cicis Pizza, the nearly 300-unit all-you-can-eat buffet concept is building on one of the most transformative periods in its history. Over the past five years, the brand has achieved 50.6% systemwide sales growth while modernizing restaurant operations, strengthening franchise performance and investing in technology and digital innovation to elevate the guest experience. 

Over the course of his career, Hetsel has served in nearly every facet of the business. He began as a restaurant manager, has been a Cicis franchisee for more than 20 years, later led the brand’s real estate, construction and operations teams, and has served as president for the past seven years. In addition to serving as President of Cicis Pizza, Hetsel also leads JMC Restaurant Distribution, giving him a unique perspective across both restaurant operations and the supply chain that supports the brand. That experience has helped shape Cicis’ evolution while remaining committed to the value, variety and family-friendly experience that have defined the brand for four decades.

“The greatest responsibility of leading a legacy brand is making sure it’s even more relevant for the next generation than it was for the last,” said Hetsel. “A brand doesn’t remain part of people’s lives for nearly 40 years by relying on yesterday’s success. You have to keep listening, keep improving and keep investing. That’s exactly what we’ve done at Cicis—strengthening our stores, supporting our franchisees and enhancing the guest experience while staying true to who we are.”  

One of the company’s most significant milestones came in late 2025 with the launch of Cicis Rewards, the first national loyalty platform in the brand’s history. The program generated more than 500,000 enrollments in its first month and surpassed one million members in just eight months. It also propelled the Cicis app to the No. 1 Food & Drink ranking in Apple’s App Store while achieving a 98% redemption rate on its founding-member offer. Today, the platform continues to strengthen guest engagement while providing franchisees with stronger guest insights and more personalized marketing opportunities.

Beyond digital engagement, Cicis has continued investing across the business to strengthen franchise operations and enhance the guest experience. Recent initiatives include the rollout of a unified POS system, Cicis Listens guest feedback platform, refreshed restaurant designs, AI-powered training resources, enhanced analytics, training tools and integrated purchasing systems designed to help franchisees operate more efficiently while creating a more seamless experience for guests. 

With nearly 300 restaurants across more than 20 states, Cicis continues attracting experienced operators through its combination of strong brand recognition, multiple revenue streams and family-focused dining experience. The brand’s buffet model is complemented by carryout, catering, delivery and arcade/game room revenue opportunities, while flexible restaurant formats support both traditional development and conversion opportunities. Building on this momentum, Cicis expects to open three new restaurants by the end of the year, with 15 additional locations currently in development.

For more information about franchising with Cicis Pizza, visit https://www.cicis.com/franchising.

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